# BuiltWith

> BuiltWith is a technographic database that crawls close to 500 million domains and records which technologies each one runs, from ecommerce platforms and analytics tags to payment processors and shipping widgets, then sells that data as searchable lead lists, install and uninstall alerts, market share reports, a lookup API, and CRM integrations; individual site lookups are free forever and paid plans start at $295 per month.

- Category: Buying Signals & Intent (https://saastracker.org/categories/intent-signals)
- Website: https://builtwith.com
- Starting price: $0 for individual site lookups, then $295 per month for Basic
- Free plan: Individual site lookups through the website and browser extensions are free forever and unlimited; list building, exports, alerts, and API access are not included.
- Free trial: No published free trial on paid plans
- Founded: 2007, HQ: Sydney, Australia, Ownership: Bootstrapped
- Profile last reviewed: 2026-08-22
- Canonical profile: https://saastracker.org/products/builtwith

## Overview

BuiltWith owns one signal and owns it more completely than anyone else: what software is installed on a website right now, and what was installed on it every month going back to 2007. That is a narrow claim and a deep one. If you sell a Shopify app, a Klaviyo competitor, a fraud tool, or anything else that gets installed on a site, BuiltWith can hand you a list of every domain that just added your competitor's tag, every domain that just removed it, and every domain that has been running an eight-year-old version of something you replace.

The company is one of the strangest businesses in the software industry. Gary Brewer started it in Sydney in 2007 after getting curious about what platforms the sites he visited were built on, and it has never raised outside money. Press coverage and revenue trackers put it in the eight-figure annual revenue range with a headcount that rounds to a handful of people, because the crawler, the billing, and the delivery are all automated and there is no sales team to talk to. That shows up in the product as extremely good data and a user interface that looks like it was designed by an engineer who had somewhere else to be.

For a small business the pricing is the sticking point. Free lookups are genuinely free and unlimited, which is why most people know BuiltWith only as the browser extension that tells you a site runs WooCommerce. The paid entry point is $295 per month for Basic, which limits you to two tracked technologies and two keywords, and Pro at $495 removes those limits. That is a serious monthly commitment for a two-person startup, and it is only worth it if technology installs are the actual trigger for your sale rather than a nice-to-have filter.

The honest framing is that BuiltWith is a database, not a workflow. It will tell you that 4,100 domains installed a competing tool in the last thirty days and let you export them with contact details attached. It will not sequence them, score them, or tell you which of them are worth calling. You bring the judgement and the sending tool; BuiltWith brings a list nobody else can assemble.

## How it works

1. BuiltWith crawls a very large index of domains, reported as roughly 492 million, and fingerprints each one by looking at the HTML, script tags, HTTP headers, DNS records, and other artifacts that identify a given technology. Because it has been doing this continuously since 2007, each domain has a technology history: added on this date, removed on that date, still live today.

2. You search that index from the other direction. Instead of asking what a site runs, you ask which sites run a thing: every domain on Shopify Plus in Germany with over a certain traffic rank, every domain that added Intercom in the last sixty days, every domain that dropped a specific payment gateway. Filters include technology, keyword, country, traffic tier, vertical, spend estimate, and combinations of installed and not installed.

3. The result set can be exported to CSV or Excel with contact information appended where BuiltWith has it, pushed into Salesforce, HubSpot, Zoho, Dynamics 365, Close, or Pardot through the CRM integrations, or pulled programmatically through the lookup and lists APIs. Alerts run on a schedule so that new installs and removals of a tracked technology arrive as a recurring file rather than a manual re-run.

4. Around the core there are secondary products: trend reports on the market share of a technology over time, retail and ecommerce reports, a Chrome and Firefox extension for one-off lookups, LeadsEye for building lists, and BuiltWith Ask for querying the dataset in plain language. All of them read from the same crawl.

## Best for

Companies whose product is installed on a website and who sell against a named competitor: Shopify and WooCommerce app vendors, martech and analytics tools, payment and checkout products, agencies pitching replatforming work, and anyone doing genuine market sizing on technology adoption.

## Not the right fit for

- Anyone selling to companies whose buying decision has nothing to do with their website stack. A staffing firm, an accountant, or a manufacturer will pay $295 a month for a filter that does not correlate with anything.
- Small teams testing whether technographics work at all. The free tier does single-site lookups only, so there is no cheap way to try list building; the first real bill is $295 and there is no published trial.
- Buyers who want person-level intent. BuiltWith tells you what a domain runs, not that a specific human at that domain is in a buying window, and it does not de-anonymize your website traffic.
- Teams that need signals routed automatically into sequences with scoring and suppression. BuiltWith is a database with exports and CRM pushes; the orchestration layer is your problem.
- Anyone who needs verified, deliverable contact data as the primary deliverable. Contact appends are a bonus here and thinner than what a dedicated email finder produces.

## Features

### The technographic index

The asset that no competitor has matched on depth of history.

- **Roughly 492 million domains profiled**: The crawl covers a much wider slice of the web than the ecommerce-only or top-million-only datasets that most technographic vendors ship.
- **Over 126,000 tracked technologies**: Detection extends well past CMS and analytics into payment processors, shipping providers, review widgets, chat tools, ad networks, fonts, CDNs, and hosting.
- **Eighteen years of install history**: Every domain carries a dated technology timeline going back to 2007, which is the feature that lets you ask when something was added or removed rather than only what is live now.
- **Detection by page artifacts**: Technologies are identified from HTML, script references, headers, DNS, and similar public fingerprints, so nothing depends on the site owner cooperating.
- **Spend and traffic estimates**: Domains carry estimated technology spend and traffic tiers, which is how you filter a 4,000-row result down to the several hundred worth a human touch.

### Lead lists and filtering

Turning the index into something a salesperson can act on.

- **Technology-based list building**: Search for every domain running a named technology, optionally combined with not running another, which is the classic competitor-displacement query.
- **Keyword filters**: Restrict a technology list by keywords appearing on the site, so you can separate the B2B SaaS users of a tool from the dropshippers.
- **Geographic and vertical filters**: Country, region, and industry cuts turn a global technology list into a territory list.
- **Contact append**: Where available, exported rows carry emails, phone numbers, and social profiles associated with the domain, so a list is usable without a separate enrichment pass.
- **LeadsEye**: A guided list-building surface for people who do not want to construct queries by hand.
- **Unlimited report downloads**: Paid plans do not meter exports by row credit the way most data vendors do, which is unusual and materially changes the cost model at volume.

### Alerts and change tracking

The part that makes it a signal tool rather than a static database.

- **New install alerts**: Scheduled feeds of domains that added a tracked technology since the last run, which is the highest-value trigger in the product for a competitor-displacement motion.
- **Removal and churn alerts**: Domains that dropped a technology are arguably the better list, because a company that just ripped out a tool is actively shopping for a replacement.
- **Tracked technology limits by tier**: Basic tracks two technologies and two keywords; Pro and above are unlimited. This is the single most important line in the pricing table.
- **Trend and market share reports**: Adoption curves for a technology over time, usable for board decks and category sizing rather than prospecting.
- **Retail and ecommerce reports**: Prepared cuts of the ecommerce segment, metered on Basic and unlimited on Pro.

### Delivery surfaces

How the data leaves BuiltWith.

- **Lookup and lists APIs**: Programmatic access to per-domain lookups and to list queries, priced separately from the seat plans as its own metered product.
- **CRM integrations**: Native pushes into Salesforce, HubSpot, Zoho, Microsoft Dynamics 365, Close, and Pardot are included on every paid tier rather than gated to enterprise.
- **CSV and Excel export**: The default delivery format, unmetered on paid plans.
- **Browser extension**: Chrome and Firefox extensions do one-off lookups on the page you are viewing, free and unlimited, which is how most people first encounter the product.
- **BuiltWith Ask**: A natural-language query surface over the dataset for people who do not want to learn the filter grammar.
- **Datasets**: Bulk data purchase for teams that want the whole slice loaded into a warehouse rather than queried through the web app.

## Use cases

- **Shopify app founder selling against an incumbent**: The product replaces a well-known review widget, but there is no way to find the stores running it other than browsing app store reviews. Outcome: A saved query returns every Shopify store running the incumbent, filtered by country and traffic tier, with a weekly alert for new installs and, more usefully, for removals that signal an active replacement search.
- **Agency pitching replatforming projects**: The agency migrates mid-market retailers off Magento, but identifying who still runs it means guessing. Outcome: A single list of every domain in the target geography running a legacy Magento version above a traffic threshold, exported with contacts, becomes the entire quarter's outbound target set.
- **Founder building a category sizing model**: An investor asks how many companies actually use the category the startup competes in, and the honest answer is nobody knows. Outcome: Trend reports give dated adoption curves for every competing product in the category, producing a defensible bottom-up market size rather than a top-down analyst guess.
- **RevOps lead enriching an existing CRM**: Account records have no technology context, so reps cannot tell which prospects are already committed to an incompatible stack. Outcome: The Salesforce or HubSpot integration writes technology attributes onto account records, and disqualification happens before a rep spends a call on it.

## Pricing

Flat monthly or annual subscription by plan, with no per-row export credits; the lookup API is a separate metered product.

- **Free lookups**: $0 forever. Unlimited single-domain technology lookups; Chrome and Firefox extensions; Public technology trend pages; No list building, exports, or alerts. Genuinely useful on its own, and the reason BuiltWith is a household name among people who have never paid it a cent.
- **Basic**: $295 per month. 2 tracked technologies and 2 keywords; 2 retail reports; 1 system login; CRM integrations included; Unlimited report downloads and CSV or Excel export. The two-technology cap is severe. If you compete with three named products, Basic does not fit and you are really looking at Pro.
- **Pro**: $495 per month. Unlimited technologies and keywords; Unlimited retail reports; 1 system login; Full access to the 492 million domain index; 18 years of technology history. The tier most buyers actually need, and the one to model when you are deciding whether BuiltWith is affordable.
- **Team**: $995 per month. Everything in Pro; Unlimited Pro logins; Team access to saved lists and reports; CRM integrations across seats. A Team Ultra tier sits above this for higher-volume users.

Add-ons:

- Lookup and lists API (Metered separately from the subscription tiers): API credits are their own line item; a subscription does not include meaningful API volume.
- Datasets (Quoted per slice): Bulk delivery for warehouse loading rather than web app querying.

Billing notes:

- Prices are published monthly as of August 2026, with discounted annual rates available; the minimum contract is one month on monthly billing and one year on annual.
- Cancellation is available at any time and plan changes are pro-rated, which is unusually clean for a data vendor.
- Payment methods include credit card, PayPal, and cryptocurrency, which is a small tell about how automated this business is.
- Exports are not metered by row on paid plans, so the effective cost per record falls sharply at volume; a Pro subscriber pulling 50,000 rows a month pays the same $495 as one pulling 500.
- The API is priced separately. Budgeting $495 for Pro and assuming API access is included is the most common costing mistake buyers make here.

Value assessment: Model it at two volumes. A niche app vendor tracking one competitor and exporting 2,000 rows a month pays $295 on Basic, which works out to roughly 15 cents per record, and that is expensive against a general contact database until you remember no contact database can tell you who installed a specific tag last week. A serious agency on Pro at $495 pulling 40,000 rows across a dozen technologies pays about a cent a record, which is cheap by any comparison. The value curve is steeply in favour of heavy users, and the $295 floor with a two-technology cap is the worst deal in the table. If you cannot see yourself running more than one query a month, use the free lookups and buy something else.

## Strengths

- The deepest technographic history available anywhere: dated install and removal records per domain going back to 2007, which no competitor can retroactively manufacture.
- Removal alerts are a genuinely differentiated buying signal, because a company that just uninstalled a tool is shopping right now rather than someday.
- Exports are unmetered on paid plans, so the cost per record collapses at volume instead of climbing the way credit-based vendors do.
- CRM integrations to six systems are included on every paid tier rather than reserved for an enterprise plan.
- Free single-site lookups are unlimited and permanent, which makes the tool useful before you ever pay and easy to validate against sites you know.
- Bootstrapped, profitable, and nearly twenty years old, so there is no acquisition or shutdown risk hanging over the dataset.
- Coverage of roughly 492 million domains reaches far past the top-million list that most technographic tools quietly restrict themselves to.

## Limitations

- The $295 entry price with a two-technology cap is a hard wall for small teams, and there is no published trial to de-risk it.
- The interface is dated and dense, and there is effectively no onboarding, so the first week is spent learning a filter grammar by trial and error.
- Support is thin by design in a company with a handful of staff; expect email responses, not a customer success manager.
- Detection is fingerprint-based, so a technology loaded through a tag manager, a server-side proxy, or a reverse-proxied subdomain can be missed entirely, and a leftover script from a tool nobody uses any more will read as an active install. Both directions of error are common.
- Refresh cadence is not published per domain. High-traffic sites are recrawled far more often than the long tail, so a small domain's record can be several months stale while the alerts feed implies everything is current.
- Contact append coverage is uneven and is not the product's strength; treat emails as a starting point that still needs verification.
- The API is a separate purchase, which surprises buyers who assumed a $495 subscription would cover programmatic access.

## Comparisons

- **BuiltWith vs Wappalyzer**: Wappalyzer covers the same signal with a far friendlier commercial model: a free extension, self-serve credit packs, and lead lists that start in the tens of dollars rather than the hundreds. BuiltWith wins on index size, on eighteen years of dated history, and on unmetered exports at volume. Start with Wappalyzer if you are testing whether technographics work for you at all; move to BuiltWith when you need install and removal dates and are pulling thousands of rows a month.
- **BuiltWith vs Store Leads**: Store Leads is the ecommerce specialist: 13 million active stores across 410 platforms with product counts, revenue estimates, and app installs, from $75 a month. BuiltWith is the generalist across the whole web. If every customer you want runs an online store, Store Leads is cheaper, deeper on the attributes that matter, and easier to use; if your targets include SaaS companies, publishers, and B2B sites, only BuiltWith covers them.
- **BuiltWith vs TheirStack**: TheirStack infers technology use from job postings and sells credits from $49 a month, which is a completely different detection method: it catches internal tools that never touch a public web page, such as a data warehouse or a CRM. BuiltWith only sees what renders in a browser. Use TheirStack for back-office and infrastructure software, BuiltWith for anything that leaves a fingerprint on the site itself, and both if you sell something that could be either.
- **BuiltWith vs PredictLeads**: PredictLeads sells technographics alongside job openings, funding, and news as source-linked API datasets, with a free tier at 100 calls a month. BuiltWith sells a web application with lists, alerts, and CRM pushes. Take PredictLeads if you are building your own signal pipeline and want dated records with provenance; take BuiltWith if you want a salesperson to be able to build a list themselves without an engineer.
- **BuiltWith vs Visualping**: Visualping watches specific pages you nominate and tells you when they change, at $14 a month; BuiltWith watches the whole web and tells you when technologies appear or disappear, at $295. They answer different questions. Pair them: BuiltWith finds the accounts, Visualping monitors the fifty most important ones for pricing page edits and careers page activity that BuiltWith would never see.
- **BuiltWith vs Clay**: Clay is the orchestration layer that BuiltWith deliberately is not, running waterfalls across dozens of data providers and pushing results into sequences. Clay can call technographic providers as one input among many. If you already run Clay, buy BuiltWith for the depth of its history and feed it in; if you do not, understand that BuiltWith hands you a CSV and stops there.

## Implementation

- Setup time: An hour to build a first list, longer to trust it. Sign up, pick your tracked technologies, and run a query; the work is in learning which filter combinations produce a list that is actually addressable rather than 40,000 rows of noise.
- Learning curve: Moderate and front-loaded. The interface offers little guidance and the filter grammar rewards experimentation. Most of the skill is knowing which technology combinations imply a real buying situation, and that is domain knowledge rather than software knowledge.
- Onboarding: Entirely self-serve with no sales call, no implementation project, and no assigned contact. Documentation and a blog exist; hand-holding does not.
- Migration: Nothing to migrate in. On the way out, everything you built lives in exports you already downloaded, since lists are queries rather than stored assets. The CRM integrations write attributes onto your records, so technology data persists in your own system after you cancel, which is a real argument for pushing to the CRM rather than working from CSVs.

## Platform, API & security

- Platforms: Web application, Chrome extension, Firefox extension, REST API, Bulk datasets
- API: A lookup API for per-domain queries and a lists API for bulk technology queries, both priced as a separate metered product rather than being included with the subscription tiers.
- Compliance: GDPR obligations apply to the contact data appended to exports, No publicly advertised SOC 2 attestation
- Data residency: Not published.
- SSO: Not advertised on the published tiers.
- Security notes: The technology data itself is derived from publicly accessible page artifacts and carries no privacy exposure. The contact append does carry personal data, and a buyer emailing EU residents from a BuiltWith export is the data controller for that outreach.

## Support

- Channels: Email support, 7-day support advertised on paid plans
- Documentation: Documentation covering the web application, the lookup and lists APIs, CRM integrations, and the filter syntax, plus a long-running blog of technology trend analysis.
- Community: No official user forum; the product's public trend pages are widely cited and function as its marketing.

## Company

- Founded: 2007
- Founders: Gary Brewer, Andrew Rogers
- Headquarters: Sydney, Australia
- Ownership: Bootstrapped
- Employees: Very small; press coverage describes a handful of people and no sales, support, or engineering teams
- Funding: No outside funding raised. Widely reported as highly profitable, with third-party revenue trackers estimating annual revenue in the eight figures.

Timeline:

- 2007: Gary Brewer starts BuiltWith in Sydney after repeatedly inspecting page source to work out what platforms sites were running.
- 2010: The browser extension and free lookup tool spread through developer and agency circles, establishing the brand long before the paid product mattered.
- 2015: Paid lead generation plans and CRM integrations turn the technology index into a sales intelligence product rather than a curiosity.
- 2020: Coverage passes the hundreds of millions of domains and the dataset becomes a standard citation for ecommerce platform market share.
- 2024: Third-party trackers estimate annual revenue in the eight figures with a headcount that rounds to a handful, making it one of the most-cited examples of a fully bootstrapped data business.
- 2026: The index covers roughly 492 million domains and more than 126,000 technologies with eighteen years of dated history, alongside newer surfaces including LeadsEye and a natural-language query tool.

## Integrations

Salesforce, HubSpot, Zoho CRM, Microsoft Dynamics 365, Close, Pardot, CSV and Excel export, Lookup API and lists API, Chrome and Firefox extensions

## FAQ

### What is BuiltWith?

BuiltWith is a technographic database. It crawls roughly 492 million domains, records which of more than 126,000 technologies each one runs, and keeps a dated history of every install and removal going back to 2007. You can look up a single site for free, or pay for the ability to search the index in reverse and build lead lists of every company running a given technology.

### How much does BuiltWith cost?

Single-site lookups are free forever. Paid plans are $295 per month for Basic, which caps you at two tracked technologies and two keywords, $495 for Pro with unlimited technologies, and $995 for Team with unlimited logins. Annual billing is discounted. The lookup and lists APIs are a separate metered purchase and are not included in those prices.

### Which signal does BuiltWith actually own?

Technology installs and removals on public websites. It does not do job postings, funding rounds, job changes, or website visitor identification. If a piece of software leaves a fingerprint in a page's HTML, script tags, headers, or DNS, BuiltWith sees it; if it runs entirely in a back office, BuiltWith does not.

### How fresh is the data and how stale do the worst records get?

BuiltWith does not publish a per-domain refresh cadence, and the honest answer is that it varies enormously. Large, high-traffic domains are recrawled frequently and their records are close to current. Long-tail domains can go months between crawls, so a small site's technology profile may be materially out of date while the interface gives no indication of it. Treat install dates on major sites as reliable and install dates on obscure ones as approximate.

### How often does BuiltWith get it wrong?

Both directions of error are routine. False positives come from abandoned scripts that were never removed from a template, from tag managers that load a technology conditionally, and from shared themes that ship third-party code by default. False negatives come from server-side implementations, reverse proxies, and anything loaded after the crawler stops. Before running a campaign off a list, spot-check twenty domains by hand. If more than a couple are wrong, tighten the filters.

### Could I get this data free from a public source?

Partly, and only for one site at a time. You can view page source, check DNS records, or install a free detection extension and learn what any single site runs at no cost. What you cannot assemble yourself is the reverse index across half a billion domains, and you certainly cannot reconstruct eighteen years of dated install history. The free tools answer what does this site run; BuiltWith answers which sites run this, and that inversion is the entire product.

### Is the output a dashboard or something my reps can act on?

It is closer to a database than a workflow. You get exports, scheduled alert files, and writes into Salesforce, HubSpot, Zoho, Dynamics, Close, or Pardot. There is no sequencer, no lead scoring, and no task routing. Reps act on it once it lands in the CRM, or once someone loads the CSV into a sending tool.

### Are exports limited, and does the API cost extra?

Report downloads and CSV or Excel exports are unmetered on paid plans, which is unusual and is the main reason heavy users find BuiltWith cheap. The API is the opposite: it is a separately priced metered product, so a Pro subscription at $495 a month does not buy you meaningful programmatic volume. Budget for it separately if you intend to enrich records at scale.

### Is BuiltWith better than Wappalyzer?

For depth and history, yes. BuiltWith has a bigger index and dated install and removal records that Wappalyzer cannot match. For a small business, Wappalyzer is usually the better first purchase because its entry price is a fraction of $295 and it sells credits rather than a subscription. The upgrade case for BuiltWith is volume and history, not accuracy.

### Who owns BuiltWith?

It is bootstrapped and independently owned, founded in Sydney in 2007 by Gary Brewer with Andrew Rogers as co-founder. There is no venture funding, no acquisition, and no board. That matters practically: the dataset has been maintained continuously for eighteen years and there is no investor timeline pushing a repricing or a pivot.

## Editorial verdict

BuiltWith is the definitive technographic dataset and it prices like a tool that knows it has no real substitute. The install and removal history is the asset: knowing that 300 companies dropped your competitor's tag last month is a better prospecting list than any general contact database can produce, and no vendor can go back and manufacture eighteen years of dated records. Buy Pro at $495 if technology installs are the literal trigger for your sale and you will pull thousands of rows a month, because unmetered exports make the cost per record trivial at that volume. Do not buy Basic at $295 hoping to test the idea cheaply, because two tracked technologies is not a test, it is a constraint; use the free lookups or start with Wappalyzer instead. And go in understanding that you are buying a list, not a motion: BuiltWith hands you the names and expects you to already know what to do with them.

---

Source: SaaSTracker (https://saastracker.org), an independent editorial project. This profile is compiled from public information, carries no peer reviews or paid placement, and was last reviewed 2026-08-22. Awards are judged on published criteria: https://saastracker.org/methodology